5WPR Ask the Expert Series: Industry Insights from Joie Tavernise

5WPR recently sat down with celebrity esthetician and founder of JTAV Clinical Skincare, Joie Tavernise, for a candid conversation on the PR and beauty industry. You can read the full interview here.

From her expert insights, we’ve pulled together five actionable insights for brands to consider implementing in their beauty marketing plans.

1. Embrace Authenticity in Your Communications: Consumers and beauty pros alike seek brands that stand for something real. Make sure your brand messaging reflects genuine values, sharing behind-the-scenes stories, founder insights, and product development journeys. This kind of honest storytelling cuts through the noise and resonates more deeply than polished promotional content.
2. Lead with Results-Driven Messaging: Estheticians and clients are results-oriented. Back up product claims with clinical data, visible transformations, and real-life testimonials. Incorporate these into press materials and social posts to demonstrate credibility. Partnering with third-party validation adds extra trust, setting your brand apart from competitors relying on empty promises.
3. Build Long-Term Trust Over Trend-Chasing: Brands that build consumer loyalty prioritize trust over trends. Listen to your audience, respond to their evolving needs, and show you’re adapting. Regularly engaging with consumers, asking for feedback, and using insights to shape product development proves you’re committed to their needs for the long haul.
4. Offer Education and Industry Support: Estheticians appreciate brands that provide valuable resources, not just promotional content. Empower them with industry insights, trends, and product knowledge that they can use with their clients. Collaborating on educational materials and giving early product access shows that you respect and support their expertise.
5. Engage Through Community, Not Just Content: Strong community engagement drives loyalty. Treat social media as a two-way street by inviting customer stories, hosting live Q&As, and sharing user-generated content. Active, genuine engagement fosters a deeper brand relationship and builds a loyal community invested in your brand’s success.